Koo, the Indian social media platform aspiring to rival Twitter, recently shut down after failing to find a buyer.

Emergence Amid Government-Twitter Tensions
During a period of government-Twitter tensions, Koo emerged, promising a homegrown alternative adhering to local regulations. The platform envisioned a Twitter tailored to India’s diverse needs.

Funding and Initial Efforts
Despite significant funding and initial efforts, Koo faltered. The platform secured $70 million, beginning with smaller rounds. This capital fueled team building and user base support, but substantial infrastructure costs and a later $30 million raise, heavily allocated to advertising, raised concerns. The reliance on heavy marketing indicated struggles to achieve organic growth, unlike Twitter, which thrived on user recommendations.

User Engagement Challenges
User engagement posed another challenge. Choosing Koo over Twitter meant sacrificing the established platform’s vibrancy. While Koo offered regional language support, existing apps like ShareChat already catered to this need. The founders aimed for a more civil platform compared to Twitter’s reputation for negativity. However, Twitter’s unfiltered nature fosters a sense of community, even for non-participating users. One user described Koo’s lack of drama as uninteresting, especially for those accustomed to Twitter’s energy.

Identity Crisis and Decline
Stuck between being a Twitter clone and a niche regional platform, Koo struggled to attract a dedicated user base. This translated to declining daily users and an inability to generate advertising revenue. With mounting costs and dwindling resources, Koo ultimately shut down.

Conclusion
Koo’s story serves as a cautionary tale for aspiring social media startups. Despite initial promise, a reliance on paid user acquisition and a lack of a strong differentiator ultimately led to their downfall.

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The Financial Express

Live Mint